I believe that the ad below
contains a symbolic subliminal message. Such a message is transmitted via
plainly visible objects or images.
If they exist, these messages appear framed to appeal to
our baser instincts, fears and faculties. Their producers would know from testing
and research that the target audience would psychologically repress them; but
would hope that at least a certain percentage of viewers will, while consciously
ignoring or rationalizing them, subconsciously recognize and respond to them.

The controversy surrounding this type of
subliminal stems from a long-running debate over the existence and nature of the
subconscious; and from the fact that all things in which humans find symbolic
meaning (words, numbers, images, music, etc.) can, and most often do, have
multiple meanings. If you doubt that last statement, open any dictionary;
you'll see that almost every word listed has multiple meanings. We attach
specific meanings from the context in which we find the symbol. When
Sigmund Freud famously said, "Sometimes a cigar is just a cigar", I
think he meant that in some situations people simply smoke cigars; in others
they use them as phallic symbols. Likewise, the
objects that convey subliminal meaning in this ad will have different meanings
in other contexts. You need to ask, does this specific context give it a subliminal
meaning?

Review the ad, then think about the answers I've provided to the questions
beneath it. If you disagree with my answers, try to determine what you see
that I don't; or vice versa.

What item are you analyzing? An ad for Newport Cigarettes

The message you chose to work with is transmitted via (check off all applicable categories)

_____

written language

_____

spoken language

_____

music

_____

other sound

__X__

image (photo, drawing, etc.)

_____

color

_____

other visual

_____

other _________________

The medium used to transmit the message is (check off the type that applies)

_____

book

__X__

magazine

_____

newspaper

_____

mail or e-mail

__X__

billboard or poster

_____

TV

_____

radio

_____

film

_____

CD, audiotape, etc.

_____

other _________________

Who authored the message?

Unknown

At whom is it targeted?

Men

Is it commercial or non-commercial?

Commercial

In one clear, brief sentence, summarize the message with which you've
decided to work.

Newport cigarettes supply sexual pleasure and domination.

Are there other propagandistic messages in this item?

Yes

Is the author attempting to elicit a behavior or a belief?

Behavior

Clearly state the behavior or belief the author wants from the target.

S/he wants men to buy Newports.

Does the message attempt to manipulate with emotion, reason or both?

Emotion

Describe how you think the manipulation works?

In this ad, the subliminal promise comes from the presence of the
garden hose. Held by the female model, it gives the impression that
she is taking a drink. However, from the expressions on the faces of
both models, it appears that there is something more going on here.

He is clearly looking at her with a satisfied, appreciative, contented
look. She looks a bit nervous - her squint
and open mouth are suspicious. She could be laughing, but combined
with the squint it appears to be more of a nervous one.

From a cursory glance, one might think that she is drinking from
the hose. Yet her mouth is not the shape of that used by someone when
drinking thus. Imagine yourself when you've done so. Modeling it
now, my mouth is puckered, ready to suck in the water.

So, if she is not drinking from the hose, what is she doing? To
me it appears a symbolic act of fellatio. In this context (his
satisfied, contented expression; and her nervous one), the hose represents
his ejaculating penis. She does not appear to be enjoying herself,
while he clearly is. As the ad copy states, "After all, if smoking
isn't a pleasure, why bother?"

And I can attest as a former smoker that not much about smoking was
pleasurable. The only pleasure I got was the relief from the nicotine
withdrawal symptoms I felt when I'd gone too long without a cigarette.
The smell, the taste, the cough, the burning feelings in my lungs, etc. were
never pleasant.

Do you believe this item was successful propaganda?

Yes.

What evidence supports your answer to the last question?

This was one in a very long-running series of ads. Some,
targeted at women, showed them deriving pleasure from clearly nervous men.
(See my analysis of a different Newport ad.)
Others showed men symbolically torturing nervous-looking women. Since
advertisers don't waste money on ads that do not generate sales, the
longevity of this series attests to its effectiveness.